Wound care experienced stable but undynamic demand in 2019. This was driven by higher growth recorded by the largest category of sticking plasters/adhesive bandages which offset the declining demand for gauze, tape and other wound care, which is surprising given the latter’s greater affordability per unit price.
Demand for sticking plasters/adhesive bandages continues to grow in Kenya supported by certain demographics and changing lifestyles. The younger population is increasingly engaged in outdoor activities such as locally organised sports clubs which can naturally result in a higher number of injuries that either need sticking plasters for blood injuries or bandages that can support sprains.
While some Kenyans still use traditional methods of combining wound care such as gauze and bandages with home-made ointments, most urban consumers are more likely to opt for the convenience offered by packaged sticking plasters/adhesive bandages. While the latter remains high in cost for lower-income Kenyans, an increasing number of urban households are becoming aware of the need to keep a first aid kit at home.
Wound care remained a consolidated competitive landscape in Kenya in 2019, dominated by Ray Pharmaceuticals Ltd which offers a wide product portfolio including gauze, sticking plasters, cotton wool, bandages, cotton crepe and swabs. The category remained untapped with limited competition between the players, with second-ranked company Yibin Heng Kang Industrial Co Ltd some way behind the leader.
With many products within wound care being fairly uniform and most local consumers content with purchasing basic requirements, players attempt to attract their attention through visual displays in the aisles of grocery retailers, or doctors’ waiting rooms and gain greater visibility. Educational displays also help to reinforce the impact of these campaigns.
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This industry report originates from Passport, our Consumer Health market research database.